Consumer goods · Field sales
Carlsberg Group
2022–2023
Carlsberg Group is a global brewer. CADI is its field operations application, used by sales reps in seven European markets to manage customer visits, orders and coordination with support teams.
My Role
First dedicated product designer. Built the design foundations, the delivery framework and a multi-market research programme over 22 months.
Case Overview
CADI had been built by successive teams with no shared design language and no dedicated designer. I was the first. The first year went on foundations: a design system extending Carlsberg’s global one, a delivery framework, and a shared view of what the product was across markets.
In year two the brief was to fix the ordering module. Research, 12 sales manager interviews across six markets and a survey of 327 reps, showed reps doing structurally different jobs on the same platform. The brief stopped being a screen problem and became a question about what the product was for in each market.
The project closed in December 2023. The framework came before any redesign of the ordering module, and the redesign itself was left scoped and on the roadmap for the next phase. I left a handover covering every open thread. The questions the research raised are still the right ones to answer next.
